Second-place Samsung, however, surged in value by 34 per cent to end last year at almost $US79 billion, another indication of its hard-charging marketing that has made it the world's largest maker of smartphones -- it accounted for 31% of all shipments in 2013 -- as well as a power in other markets, including tablets.

Samsung narrowed the gap between it and Apple by about $US2.5 billion in the most recent calculation.

Google, Microsoft and Verizon rounded out the top five brands, with end-of-2013 valuations of $US69 billion, $US63 billion and $US53 billion, respectively. Their year-over-year increases were 32 per cent, 38 per cent and 74 per cent.

"Apple's dominance is being challenged by Samsung," said Brand Finance in a statement Tuesday. "The Korean giant's improving reputation for reliability, a faster pace of innovation and wider range of devices are among many factors that have seen its brand value increase this year.

Brand Finance calculates brand value with a complicated methodology that determines the value a company would be willing to pay to license its brand as if it didn't own it.

Apple was named the world's most valuable brand by the UK-based consultancy for the third year running.

"Apple has a powerful brand, rated AAA [but] what sets it apart is its ability to monetize that brand," Brand Finance said. "For example, though tablets were in use before the iPad, it was the application of the Apple brand to the concept that captured the public imagination and allowed it to take off as a commercial reality."

Other notable technology brands in the top 30 included Amazon (No. 8), IBM (No. 10), China Mobile (No. 13), and Intel (No. 29). Brand Finance also listed Facebook at No. 122 and Xbox, Microsoft's game console, as a separate brand at No. 189. If Brand Finance has tucked Xbox inside Microsoft, the latter would have edged out Google for third place.

Nokia, the Finnish firm whose handset business will be handed to Microsoft as soon as the $US7.4 billion deal is approved by more governments' regulators, was squeezed out of the Top 500 entirely. "After years of slow decline. Nokia has continued to hemorrhage brand value as a result of its inability to effectively counter the challenge [from] Apple and Samsung," said Brand Finance.

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